Shopfl oor analysis // Presentation packs
L
ike the chicken-or-the-egg question, or the what-goes-first-on-a-scone debate, retailers seem to be split evenly down the middle when it comes to their preferred way of presenting designs to clients. Is it worth investing in sophisticated physical presentation packs that create a lasting impression, or should everything be digital for reduced cost and ease of access? Although opinions are divided, many retailers think there’s still something to be said for a good old-fashioned presentation pack
that used to be the backbone of the design experience. Paul Crow, managing director of Ripples, believes that the experience retailers create while presenting their work is as important as the rest of the purchase process. Speaking of scones, Crow says Ripples’ designs are shown on high-cost branded paper, showcased “with pride alongside a tray of product samples presented more carefully than a Claridge’s cream tea”. Although he admits that there is a significant cost involved in creating this impression, “the day we stop this is the day we stop valuing our
customers”. Crow insists: “In this digital world where everyone is both over and underwhelmed by information on their screens, we invest our money, time and efforts in showing how much we value and care for the customer.” In the same way, Darren Taylor, managing director of Searle & Taylor, thinks that a physical presentation pack is a must-have, but only
after talking clients through the design in the showroom. “I have performed digital presentations and physical presentations and I have achieved sales from both,” he says, “However, I know that face-to-face meetings with clients are the preferred option for me.” Although a mix of opinions is understandable, Taylor feels that high-end retailers have a certain responsibility to provide a physical
presentation, where perhaps retailers operating in the lower end of the market might not be expected to. He says: “Our presentation folders are needed because our clients want to be able to
easily refer to their designs and their fully itemised quotations. Searle & Taylor is a business aimed at the premium and luxury end of the market and we will always provide print versions for that reason.” Searle & Taylor clients leave the showroom with designs in a branded folder, but importantly, only
after they’ve made a commitment to go ahead with work. “We do not provide presentation packs nor any digital versions of our design work unless we receive a firm order,” Taylor says.
Virtual values While the benefits of a nice and alluring physical presentation are obvious, many retailers admit to
thinking it’s easier for everyone involved if they simply send over presentations digitally. “I don’t provide any presentation packs,” insists MBK Design Studio owner Stewart Woodruff,
not sitting on the fence at all. “Everything is emailed – plans and drawings – and I include as much information as I can, saving both designer and client valuable time. I don’t need to have multiple meetings with clients, they get all the information with no pressure,” he says. “Having worked at places that dabbled in presentation folders, it was never a big hit,” recalls
Frazer Goodwillie, director at Billingham Kitchens. “Most of our communication is now digital. This is also a handy way to keep track of what is sent, refer back to it later if needed, and to follow up with the customer.” Matthew Parnum of ICE Interior swears by the power of a strong digital presentation given in the showroom. He believes that after a
memorable in-person display, clients don’t actually need to take designs physically home with them. “We have always actively encouraged and prefer physical face to face meetings, and we found trust was built much faster than simply emailing a digital presentation,” he adds. However, Parnum also likes the convenience of a digital presentation pack, admitting, “over the past fifteen years we have seldom printed a design pack, and it’s fairly usual to email CAD-rendered visuals and quotations where a meeting was not practical. In most cases this proved the most efficient method and was also cost effective”. This physical-presentation/digital-resources formula is one Julian Stammers, designer at JS Designs also swears by. “We always present within the showroom and show the digital representation of the client’s kitchen, then back it up with examples of things we have in the showroom,” he says. He says this method has given his business a comfortable conversion rate
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of almost 50%. He explains: “We used to have packs, but as a lot of people now own tablets a digital format is preferred.”
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The day we stop physical presentations is
the day we stop valuing our customers Paul Crow, Ripples
November 2024 kbbreview
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